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The Death of the One Man Internet Department.

The Death of the One Man Internet Department.

Have you ever stopped and thought of what the unwritten job description of the Internet Sales Manager has become?

Let’s look at some roles and responsibilities that are asked of today’s Internet Sales Manager, and dig deeper to see who has a full time job in that area.

What “job” are you really asking of that person who either has, or is taking on the role of "Internet Sales Manager"?

Here are a few of the roles and duties that owners and managers ask of the Internet Sales Manager (I.S.M.):

  • Computer Technician: Computer broke? "Fix it yourself. You’re the computer guy."
  • Web Site Programmer. "I want a video on our home page."
  • Graphic Design Artist: "Our website looks old and outdated. Make it look better."
  • Movie Producer: "The dealer down the street has his company’s commercials on his website. Can’t you do that too?"
  • English Teacher: Spell check will not work well on homonyms.
  • Content Writer: "We need more information on our website and the inventory must be merchandised with well-written ad copy."
  • Image/Reputation Consultant: "Do you hear what people are saying about us online? What about on Judy’s book, Yelp, DealerRater, and Google? Get it off!"
  • SEO Expert: "Why aren’t we number one on Google search for more search terms?"
  • Google Page One Manager: "Why is our competitor showing up for our name on a Google search?"
  • Social Media Manager: "Can you put our inventory on Facebook? Should we put our inventory on Facebook? How much of this “Twitter” thing do we need?"
  • Mobile Web Manager: "What do you mean there is a difference from our website and a Mobile Web Site?"

What can you add to this list?

What are other Job descriptions do you have?

Recognize that you may be asking one person to keep your entire online footprint current, but their income is predicated upon them selling cars. Allow me to say, from experience, that there isn’t enough time in the day to do both well. You cannot serve two masters.

How many jobs is he or she really doing? That person will have to shortcut one area to make sure they are keeping up on the other. They’ll rob Paul to pay Mary. They will have to ignore their digital shelves when it is time to help an online customer that has reached the lot.

By the way, what extra work is the rest of the sales staff doing? Oh yeah, fetching coffee. Not the same.

Everyone at the dealership that can access the web from an in-store computer has the capability to leave a positive digital footprint somewhere and should be required to do so every day. If the rest of your staff are unwilling to do that, then it may be time to hire a second person to carry some of the digital burden being thrust upon the shoulders of the One Man Internet Manager.

Views: 139

Tags: ISM, ISM Duties, Internet Manager, Internet Sales, Internet Sales Manager, Job Description, One Man Internet Department, The Death of the


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Comment by Joshua Michael Friedman on December 3, 2010 at 8:09am
It was time to hire a second person, and we did!
Comment by Tim Jennings on December 2, 2010 at 12:01pm
And another thing:

You are an expert. In my book an expert is someone who works harder and uses what he has learned over the average. I know you are a student of the industry and well above the average of installing the knowledge you have obtained….
Comment by Tim Jennings on December 2, 2010 at 11:56am
Bty It is great company we keep here. Wendell Dossett included :)
Comment by Tim Jennings on December 2, 2010 at 11:54am
Thanks for the shout out. Great Add to the list

All ways be prioritizing your time with thought of “Pay yourself first”. It’s high time others in the dealership get a clue and pitch in on digital assets. I was in a store recently and told the ISM she had to enroll all the employees into DealerRater she said, I quit! Its 11:00 I have 3 dealer trades to work, 7 emails to answer and…. I stopped her DO THE EMAILS FIRST!! That’s the closest thing to putting money in your AND your dealer’s pocket! BTW way just on the other side of the glass, 4, yes I said four, salespeople smoking and joking…. I see this in the majority of dealerships I’m in….

IF your pay check hinges on sales, DO NOT fall into the trap I did. I spent to much time on getting the customer from digital to flesh, to the point I was passing on ups. Why? I enjoy digital advertizing. It’s a hobby to me.
Comment by Wendell Dossett on December 1, 2010 at 10:10am
Re-emphasize and Add to list:
Testimonial video maker/producer/editor
Video of inventory vehicles
20-40 photos of each in stock vehicle
Comments on each vehicle
Pricing: vAuto master
Train staff on software
Vendor interviews
Vendor selection/adjustment
Website/microsite maker developer, wordpress..
Photoshop expertise for digital content
Adobe Acrobat Pro - repurpose OEM content, invent creative compelling documents as info providers
ILM process changes updates, templates, etc
SEO expert for more than website, articles, local bolgs
Local Marketing expert for local exposure, brand & vehicles
PPC management
Social Media study
Dealing with the nay sayers
Dealing with owners: you are still the man?

Doing all of it is a full day and a half. Keeping on top of the learning curve is yet another day added on.

You are right Tim, we only get paid for selling cars (forgot):
Take time to chat with customers (in-person & or digitally), learn how to sell this customer best,
Sell Car, gather all documents, present on silver platter for F&I or do myself, facilitate clean up, deliver car, change plates, follow up, ask for testimonials, long term follow up set up, personalized mailing, call follow up.
Disclaimer: Not saying I am an expert in any one of these area's. It is what's on the plate.

Thank you for continued inspiration to: Ralph Paglia, Chris Hanson, Tim Jennings, Joe Webb, Jared Hamilton, Kevin Frye, Bill Playford, Larry Bruce, Shaun Raines

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